Your friends aren't too stupid to register a facebook account but registering on Element website is too hard for them? Come on man.
Engineers are running the show, and poisoning the UX so that only other engineers know what the hell is going on.
The people are NEVER the problem.
Explaining federation (it's just like email, but we put the @ at the front and a : between uncertain nods) and key management, especially with multiple devices is the hard part.